口碑类型与发送者身份信息对图书网络双面口碑效果的影响  

The Effects of Negative e WOM Types and the Senders' Identity Information on Persuasion of Electronic Twosided Message about a Book

作　　者：刘中刚[1] 

机构地区：[1]河南大学工商管理学院,开封475004

出　　处：《出版科学》2015年第3期70-73,共4页Publishing Journal

基　　金：国家社会科学基金项目"双面信息策略在公共突发事件传播中的谣言抵制作用研究"(13BGL131)阶段成果;教育部人文社科基金项目"双面信息在弱势品牌传播中的应用研究"(10YJC630162)成果

摘　　要：负面口碑是网络营销中需要面对的一个重要问题。文章从双面信息的视角,研究网络负面口碑的主客观类型和口碑发送者的身份信息对消费者态度的影响。以在校大学生为被试,以职场类图书为实验产品设计了因子实验。结果显示:适量的负面口碑能够提高网络口碑的可信度,主观口碑能够降低负面口碑在产品评价上的消极作用,增加口碑发送者的身份信息能够提高双面口碑可信度和产品评价。Negative words of mouth is an important problem to face in internet marketing. This study will determine the impacts of the type of negative words of mouth and the identity and the reputation of the sender on consumer attitudes from the perspective of two-sided message. A factor experiment about eWOM is designed with college students as subjects and （1 career book as experimental products. Results showed that the amount of negative words of mouth can enhance the credibility of eWOM, subjective reviews can reduce the negative effect of negative reviews on product evaluation, and the identity of reviews＇ sender con enhance the credibility and product evaluation of two-sided eWOM.

关 键 词：网络 负面口碑 主观口碑 双面信息 发送者身份 

分 类 号：G235[文化科学]